本文来自微信公众号： 凤凰网科技 ，作者：王佩薇，编辑：董雨晴，题图来自：AI生成 以下文章来源于凤凰网科技 ，作者凤凰网科技 凤凰网科技 . 凤凰科技频道官方账号，带你直击真相。 "穿Lululemon，喝Blueglass"，在国产酸奶品牌Blueglass的官方网站上，这样一句广告语尤其醒 目。 凭借49元一杯的定价与杯身上密密麻麻的保健品配方，曾让Blueglass被称为"酸奶界爱马仕"， 主要消费客群正是一线城市的白领、健身人群。 据多家媒体报道，Blueglass近期加入了降价行列。部分产品在第三方外卖平台售价低至19.9元，较 线下49元的原价大幅下跌60%，降价幅度十分显著。 11月18日，凤凰网科技在走访多家Blueglass门店中获悉， 此次降价系外卖平台的专属活动，"不会 长期持续下去"， 其中一家门店的负责人告知。但有早先离职的店员告诉凤凰网科技，"就是长期降 价行为，卖不动了"。 原先主打高端的Blueglass，为何不再被中产青睐？ 午餐时间无人问津，单杯已降至 19.8元 第三方外卖平台的价格变动，揭示了Blueglass高端定位的裂痕。 外卖平台显示，Blueglass几款"饮 ...

曾凭借一杯49元高价和"酸奶界爱马仕"称号风靡一时的网红品牌Blueglass，近期悄然加入降价大军。 据多家媒体报道，Blueglass部分产品在第三方外卖平台的售价已低至19.9元，相比线下49元的原价跌幅高达60%。这一曾被中产阶层追捧的高端品牌，如今 正试图通过大幅折扣吸引消费者。 Blueglass的降价并非孤立的商业决策，或是其近年来多次营销翻车与产品争议下的必然选择。 从2024年3月开始，"网红酸奶Blueglass成新型泻药"等话题相继登上热搜，大量网友反映饮用其"畅"系列产品后出现腹泻、肠胃炎等症状。有媒体记者实测 发现，饮用该品牌小蛮腰系列产品后1小时内出现肠道蠕动，24小时内腹泻4次。 营销方式的争议同样困扰着Blueglass的发展。2024年5月，Blueglass推出"男友力"系列饮品，因宣传文案涉嫌低俗擦边被推上风口浪尖。后被监管部门对该 广告做出定性，认为其内容违背公序良俗，对Blueglass处以40万元罚款。 公开资料显示，Blueglass的前身是"阿秋拉尕青藏酸奶"，其于2012年成立于北京，2018年更名为Blueglass Yogurt（中文名：阿秋拉尕酸奶），隶 ...

午餐时间无人问津，单杯已降至19.8元。 "穿Lululemon，喝Blueglass"，在国产酸奶品牌Blueglass的官方网站上，这样一句广告语尤其醒目。凭借49元一杯的定价与杯身上密密麻麻的保健品配 方，曾让Blueglass被称为"酸奶界爱马仕"，主要消费客群正是一线城市的白领、健身人群。 据多家媒体报道，Blueglass近期加入了降价行列。部分产品在第三方外卖平台售价低至19.9元，较线下49元的原价大幅下跌60%，降价幅度十分显著。 凤凰网科技走访了两家商场内部的Blueglass线下门店后发现，工作日午间的黄金时段，两家门店均无到店消费者。店员在面对降价相关情况的咨询时，态 度十分冷淡，直接回应"没空"后陷入沉默。 图｜凤凰网科技摄 11月18日，凤凰网科技在走访多家Blueglass门店中获悉，此次降价系外卖平台的专属活动，"不会长期持续下去"，其中一家门店的负责人告知。但有早先 离职的店员告诉凤凰网科技，"就是长期降价行为，卖不动了"。 原先主打高端的Blueglass，为何不再被中产青睐？ 01 午餐时间无人问津，单杯已降至19.8元 第三方外卖平台的价格变动，揭示了Blueglass ...

一杯酸奶售价49元，人均消费40元以上，曾被誉为"酸奶界爱马仕"的Blueglass，如今悄然加入了降价大 军。 在第三方外卖平台上，其部分产品价格低至22.9元，较线下原价跌幅超过50%。这一"断崖式"价格收缩 引发热议，有声音指出，Blueglass作为网红现制酸奶，价格长期高于其他现制茶饮品牌，如今的降价之 举，不仅撕开了高端现制酸奶市场的泡沫，更折射出品牌在资本退潮、监管收紧与行业内卷下的生存困 境。 此前，该品牌还曾因广告宣传不当引发热议甚至受到相关部门的惩罚，网红消费品牌狂飙突进后，路在 何方？ 从49元到22.9元 高端酸奶"自降身价" 在Blueglass某门店的外卖页面上，南都湾财社记者注意到，其"小蛮腰"系列多款产品标价低至23.9元至 22.9元，相当于原价的4.5折至4.3折。其他标价49元的产品虽未直接降价，但叠加外卖平台优惠也释放 了促销信号。 南都湾财社记者向Blueglass客服询问部分产品降价的原因及门店产品售价是否与外卖平台一致，截至发 稿未收到回复。 "这种'线上低价、线下坚挺'的双轨定价策略，暴露了品牌对流量与口碑的纠结：既想通过降价吸引价 格敏感型用户，又试图维持高端 ...

此前，该品牌还曾因广告宣传不当引发热议甚至受到相关部门的惩罚，网红消费品牌狂飙突进后，路在 何方？ 从49元到22.9元 一杯酸奶售价49元，人均消费40元以上，曾被誉为"酸奶界爱马仕"的Blueglass，如今悄然加入了降价大 军。 在第三方外卖平台上，其部分产品价格低至22.9元，较线下原价跌幅超过50%。这一"断崖式"价格收缩 引发热议，有声音指出，Blueglass作为网红现制酸奶，价格长期高于其他现制茶饮品牌，如今的降价之 举，不仅撕开了高端现制酸奶市场的泡沫，更折射出品牌在资本退潮、监管收紧与行业内卷下的生存困 境。 高端酸奶"自降身价" 在Blueglass某门店的外卖页面上，南都湾财社记者注意到，其"小蛮腰"系列多款产品标价低至23.9元至 22.9元，相当于原价的4.5折至4.3折。其他标价49元的产品虽未直接降价，但叠加外卖平台优惠也释放 了促销信号。 南都湾财社记者向Blueglass客服询问部分产品降价的原因及门店产品售价是否与外卖平台一致，截至发 稿未收到回复。 "这种'线上低价、线下坚挺'的双轨定价策略，暴露了品牌对流量与口碑的纠结：既想通过降价吸引价 格敏感型用户，又试图维持高端 ...

本文字数：1066，阅读时长大约2分钟 2025.11. 17 爱企查App显示，Blueglass关联公司北京悦活餐饮管理有限责任公司成立于2012年5月，法定代表 人为谷勇，注册资本约1510.02万元人民币，经营范围包括餐饮管理、酒店管理、企业管理咨询； 服装服饰零售等。股东信息显示，该公司由谷勇、北京悦悦悦信息咨询合伙企业（有限合伙）、斯道 （天津）股权投资合伙企业（有限合伙）等共同持股。 据21世纪经济报道，单杯标价49元、人均消费40元以上的高端网红酸奶品牌Blueglass，近期加入 了降价行列。 其部分产品在第三方外卖平台售价低至19.9元，较线下49元的原价大幅下跌60%， 降价幅度十分显著。 据界面新闻，第三方外卖平台上显示，Blueglass酸奶某门店中的"小蛮腰西梅桃子味+膳食纤维燕 麦"、"小蛮腰油柑西梅苹果味+黑松露饼干"两款产品低至4.5折，售价23.9元；"小蛮腰果冻橙冰乳 味+膳食纤维燕麦脆"低至4.3折，售价22.9元。此外，其他产品大多售价49元起，但显示到手价为 48元。 明星同款 集满3单返券 7 含酸奶饮 再下 3单 得 4元无门槛 代金券 16+8 营养 代餐 神 ...

Core Insights - The high-end yogurt brand Blueglass, priced at 49 yuan per cup, has recently started a significant price reduction, with some products available for as low as 19.9 yuan on third-party delivery platforms, marking a nearly 60% decrease from its original price [2][19]. - The trend of high-end yogurt price reductions reflects a broader return to consumer rationality, as consumers are becoming more discerning about the value of premium products [4][19]. Group 1: Market Trends - The high-end yogurt market is experiencing a decline, with brands like Blueglass facing challenges as consumer preferences shift towards more affordable options [19][22]. - Competitors in the yogurt market, previously priced at 20-30 yuan, are now reducing prices to 5-10 yuan and engaging in promotional activities such as "buy one get one free" [18][19]. - Analysts suggest that the high pricing of premium yogurt brands may be perceived as a "smart tax," indicating a need for brands to focus on product quality rather than just marketing [16][22]. Group 2: Consumer Behavior - Consumers are increasingly questioning the value of high-priced products, leading to a decline in sales for brands like Blueglass, which was once popular among young consumers [5][19]. - Social media discussions reveal negative consumer experiences with Blueglass, including reports of gastrointestinal issues, which have contributed to its controversial reputation [7][9][14]. - The perception of high-end yogurt has shifted, with consumers now prioritizing product quality and health benefits over mere branding and price [17][22]. Group 3: Product Analysis - Blueglass yogurt claims to contain 100 billion B420 probiotics and seven types of beneficial bacteria, but reports indicate that the probiotic content may exceed recommended daily limits by 5 to 10 times, potentially causing digestive issues [14][19]. - The sugar content in Blueglass yogurt is notably high, with one 550ml serving containing 42g of sugar, which is close to the daily recommended limit, raising concerns about its health implications [14][19]. - The brand's marketing strategy has faced scrutiny, with past promotional content deemed inappropriate, resulting in regulatory fines [13][19]. Group 4: Industry Outlook - The yogurt industry is undergoing a significant transformation, with traditional high-end brands like Blueglass facing a retreat while new, value-oriented brands emerge [21][22]. - The future of the yogurt market will likely favor brands that can offer high-quality products at competitive prices or those that cater to specific consumer needs with clear health benefits [22].

编辑丨张楠 视频丨王学权 设计丨郑嘉琪 记者丨江佩霞 见习记者张嘉钰 人均40元的贵价酸奶也不好卖了。 据21世纪经济报道记者走访观察，单杯标价49元、人均消费40元以上的高端网红酸奶品牌Blueglass，近 期加入了降价行列。其部分产品在第三方外卖平台售价低至19.9元，较线下49元的原价大幅下跌60%， 降价幅度十分显著。 11月5日傍晚18时左右，Blueglass一门店顾客寥寥，生意略显冷清 /21世纪经济报道记者拍摄 中国食品产业分析师朱丹蓬对21世纪经济报道记者分析指出，"高端酸奶降价是一个普遍趋势"，其背后 是消费理性的回归。 49元一杯的中产酸奶营销翻车 记者实测：24小时内出现4次腹泻 一杯网红酸奶49元，到底值不值得买？凭啥火遍网络让年轻人争相打卡？ 近日，社交媒体上掀起一阵饮品"窜稀营销"风潮，不少年轻人纷纷打卡。均价40多元一杯，凭借高颜值 出圈的网红酸奶品牌Blueglass被网友"骂上"热搜。 杯身标识每杯含100亿B420益生菌 Blueglass一直走高端路线：门店扎在一二线城市的核心商圈，主打"精致女性"客群，单杯常年40元+。 凭借高定价，在高端商圈开店等方式，Blueg ...

Core Viewpoint - The high-end yogurt brand Blueglass is experiencing a significant decline in sales, prompting a price reduction strategy as consumer rationality returns to the market [1][3][19]. Pricing and Sales Trends - Blueglass, which previously sold yogurt at 49 yuan per cup, has reduced prices on third-party platforms to as low as 19.9 yuan, marking a nearly 60% decrease [1][19]. - The trend of high-end yogurt brands lowering prices is becoming common, with many brands now offering products in the 5-10 yuan range and engaging in promotional activities [19]. Consumer Sentiment and Health Concerns - Consumers have expressed dissatisfaction with Blueglass, citing health issues such as diarrhea and gastrointestinal discomfort after consumption, leading to negative social media discussions [6][14]. - Analysts have pointed out that the high probiotic content in Blueglass yogurt exceeds recommended daily intake by 5 to 10 times, which can disrupt gut health [14]. Market Position and Brand Image - Blueglass has positioned itself as a premium brand targeting "refined women," with a marketing strategy that emphasizes high pricing and a luxurious image [10][21]. - The brand has faced scrutiny for its marketing practices, including a recent fine for advertising that was deemed inappropriate [12]. Industry Dynamics - The yogurt market is undergoing a significant transformation, with traditional high-end brands like Blueglass facing challenges from emerging brands that offer better value and quality [21]. - The industry is shifting towards brands that focus on supply chain efficiency and product quality, rather than just high pricing [21].

Core Insights - The high-end yogurt brand Blueglass, known for its premium pricing, has recently reduced prices significantly, with some products dropping by 60% from their original price of 49 yuan to as low as 19.9 yuan on third-party delivery platforms [1][6] - The decline in sales of high-priced yogurt reflects a broader trend of consumers returning to more rational spending habits, leading to a reevaluation of what constitutes high-end products [1][6] Company Overview - Blueglass was founded in 2012 and is part of Beijing Yuehuo Catering Management Co., Ltd. The brand has raised over 200 million yuan in funding and aimed to open 1,000 stores but currently operates around 200 [7] - The brand targets a "refined female" demographic and has positioned itself as a luxury product, often referred to as the "Hermès of yogurt" [3][7] Product Analysis - Blueglass yogurt is marketed with claims of zero sugar, zero lactose, and high dietary fiber, featuring a high probiotic content that exceeds daily recommended levels [4][5] - Despite its premium positioning, the product has faced criticism for causing gastrointestinal issues among consumers, leading to negative perceptions and social media backlash [2][3][4] Market Trends - The high-end yogurt market is experiencing a significant downturn, with many brands reducing prices and offering promotions to attract consumers [6][8] - Analysts suggest that the market is shifting towards brands that offer better value and quality, rather than those that rely solely on high pricing and marketing gimmicks [5][8] Competitive Landscape - The yogurt industry is undergoing a transformation, with traditional high-end brands like Blueglass facing challenges from emerging brands that focus on quality and affordability [8] - The competition is no longer about who can charge the most but rather about who can provide unique, high-quality products that meet consumer demands [8]